Taco Bell lawsuit dropped after dismissal by plaintiff

Taco Bell lawsuit: The lawsuit over Taco Bell beef has been dismissed only after an expensive campaign by Taco Bell to combat negative publicity over their beef-to-filling ratio.

By
Jonathan Stempel, Reuters /
April 19, 2011

View video

Taco Bell lawsuit: The lawsuit against Mexican fast food chain, Taco Bell, has been dropped by the plaintiff. The suit was over the amount of real beef found in their beef mix.

Fred Prouser/Reuters

View photo

The lawsuit over the content of Taco Bell's "seasoned beef" has ground to a halt.

A California woman who sued to force Taco Bell Corp to stop calling the filling for many of its tacos and burritos "seasoned beef" because it had too little beef to be labeled as such has voluntarily dismissed her lawsuit.

Monday's dismissal came after Taco Bell launched what its chief executive officer, Greg Creed, in an interview called a $3 million to $4 million nationwide advertising campaign to combat negative publicity from the January lawsuit.

The plaintiff, Amanda Obney, contended the beef taco filling contained less than 50 percent beef and that Taco Bell's own suppliers euphemistically called it "taco meat filling."

"We gave them the facts, which we could have given them three months ago before this was filed, and when they saw the facts they withdrew the lawsuit," Creed said in the interview. "It's that simple."

Taco Bell dominates the market for Mexican fast food in the United States, with a 52 percent share. Yum said in February that the lawsuit had hurt sales in its 5,600 U.S. restaurants.

Dee Miles, a partner at Beasley, Allen, Crow, Methvin, Portis & Miles PC in Montgomery, Alabama, representing Obney, said his firm withdrew the lawsuit after Taco Bell made "changes in marketing and product disclosure."